2013 brings about a revitalised Electric identity, re-engineered logo, a fresh new website and an expanded product line including a premium watch line. Set to be released worldwide this October.
The new Electric watch category is instrumental in elevating the brands position by going beyond the core surf and snow retail channel and securing the brand as a premium label. The inspiration behind the new watch collection is drawn from the custom culture of Electric’s Southern California roots, and can be best defined using the concept of “re-engineered” classics.” Each watch is also defined by Electric’s new brand elevation approach; more sophisticated, timeless and truthful.
The first phase of the release in December will include both field and dive inspired analogue watches and will be available to purchase from premium lifestyle boutiques and select retailers from Electric’s core distribution.
Electric watches will start from IDR 2,199,000 to a IDR 5,499,000 Dive watch.
“Electric’s history of developing top quality functional accessories with timeless style creates the perfect context for the introduction of watches into the existing product portfolio. Our debut timepieces are re-engineered classics, born from the spirit of the iconic styles of our past, twisted and modernized for today. The inaugural line features details and textures that reflect innovations found in today’s best outdoor equipment, tactical accessories and custom vehicle styling.”
– Eric Crane, CEO